<![CDATA[Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas influencer terhadap niat membeli pada produk parfum di e-commerce dengan kesadaran merek dan kepercayaan merek sebagai variabel mediasi. Penelitian ini menggunakan desain penelitian deskriptif dengan pendekatan kuantitatif. Teknik pemilihan sampel yang digunakan adalah non-probability sampling dengan teknik purposive sampling dan jumlah sampel penelitian ini sebanyak 155 konsumen yang pernah membeli produk parfum di e-commerce. Analisis data dilakukan menggunakan metode Partial Least Squares – Structural Equation Modeling (PLS-SEM) melalui software SmartPLS versi 4.0. Hasil penelitian ini menunjukkan bahwa kredibilitas influencer berpengaruh positif dan signifikan terhadap kesadaran merek dan kepercayaan merek, kesadaran merek dan kepercayaan merek berpengaruh positif dan signifikan terhadap niat membeli, kesadaran merek berpengaruh positif dan tidak signifikan terhadap kepercayaan merek. Selain itu, kesadaran merek memediasi pengaruh kredibilitas influencer terhadap niat membeli, sedangkan kepercayaan merek tidak memediasi pengaruh kredibilitas influencer terhadap niat membeli. This study aims to examine the effect of influencer credibility on purchase intention on perfume products on e-commerce with brand awareness and brand trust as mediating variables. This research employs a descriptive research design with a quantitative approach. The sampling technique used is non-probability sampling with a purposive sampling method, and the amount of sample in this study is 155 respondents who have purchased parfume products via e-commerce. Data analysis was carried out using the Partial Least Squares – Structural Equation Modeling (PLS-SEM) approach through SmartPLS version 4.0. The results indicate that influencer credibility has a positive and significant effect on brand awareness and brand trust. Brand awareness and brand trust are found to have a positive and significant effect on purchase intention, but brand awareness has a positive and insignificant effect on brand trust. In addition, brand awareness is able to mediate the effect of influencer credibility on purchase intention, whereas brand trust cannot mediate the influence of influencer credibility on purchase intention.]]>
